Are the Best Super Bowl Commercials User Created?

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Vic Volley show Love Lapointe how to hit the ball

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Videos

Show Us Your Balls!

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sourced by SoMisguided

Are the winners of Super Bowl XLIII the Pittsburgh Steelers or the advertisers who managed to capture our attention? Hulu, Doritos and CareerBuilder seem to be getting the most play in the social media space today. CNet even had users twittering their favourite commercials during the game.

It makes me wonder whether the other advertisers see their ad spend as a worthwhile investment or a bomb.

The $3 million cost of a 30-second SuperBowl ad means that realizing a strong ROI is nearly impossible. Now what if there was a way to have a SuperBowl commercial at any time of the year, one that was a fraction of the cost but generated the same type of buzz?

I suggest they look more closely at the commercials created by the members of AdHack, a social network for ad creation: AdHack.com

AdHack is a marketplace for advertising creative, connecting ad buyers and ad creators in a social space. The great SuperBowl commercials reinforce the fact that great ads are created by great people who are attuned to the brand and who can carry on the conversation beyond the 30-second spot.

Take Doritos' Crash the Super Bowl commercial as an example. The Doritos commercials succeed because of the social networking of ad creative; the model is of fans who are open to the brand and a brand who is open to fan stewardship.

AdHack founder James Sherrett notes that "the brands that succeed in the world of open advertising production are not alarmed by their lack of control over messaging, but rather they harness the power of hearing what passionate, powerful consumers have to say. These are the folks who benefit most from commissioning AdHack commercials and advertisements. They have the balls to let go."

Launched yesterday on YouTube during the game is an example of the Super Bowl-esque commercial created by AdHack members Giant Ant Media. The "Show Us Your Balls" commercial is meant to entice users to choose a product or service that the ad should be promoting. After watching the ad, they are lead to the "Show Us Your Balls" Contest page to write the script for a chance to have their version of the sequel filmed.